Ben & Jerry’s brand issues

Branding experts have warned of dangers Unilever may face after the $326m (£204m) purchase of ice cream brand Ben & Jerry’s.

Branding experts have warned of dangers Unilever may face after the $326m (£204m) purchase of ice cream brand Ben & Jerry’s.

The US-based group has upheld a series of social values since its establishment in 1978. But designers believe Ben & Jerry’s may become a “two-dimensional ice-cream brand” if Unilever neglects these ethics (see the feature below).

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